Julia Straus has been named ceo of Sweaty Betty.

LONDON — British activewear brand Sweaty Betty has promoted Julia Straus to the role of chief executive officer, and she’s been charged with leading and accelerating the brand’s digital and international growth.

Straus joined Sweaty Betty in August 2018 as managing director, relocating from the U.S., where she was ceo of a private equity-backed digital beauty business.

Simon Hill-Norton, cofounder of the brand and its most recent ceo, will take the role of chair.

“Julia brings exceptionally strong experience with nine years in senior leadership roles at digital pureplays,” he said. “We are excited to have Julia’s skills and enthusiasm to supercharge our growth in these areas and continue to drive our global expansion.”

Straus said as an athlete at university, she’s always been passionate about fitness, “so it’s a dream to lead a cutting-edge brand in the activewear market. At the core of the brand is fantastic product designed by women, for women.”

Tamara Hill-Norton, cofounder and chief creative officer, said Straus shares the brand’s vision of “empowering women to look and feel amazing while living an active life. I’m excited to partner with Julia to deliver the Sweaty Betty brand to new markets, growing our community of like-minded active women all over the globe.”

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